The Relation between Brand Loyalty and Brand Equity and Effects on Purchase Intention in Iranian Natural Leather Products

The purpose of this study was to determine the relation brand loyalty and brand equity and effects on purchase intention in Iranian leather brand. The target population covers all the existing business students who are study in Allameh Tabataba i University in Iran. 384 potential respondents were used as a sampling size. Data collection procedure in this study is the five-option Likert type questionnaire through which we test the research hypotheses. This study has two main hypothesis. We test the brand loyalty have effect on brand equity, the brand equity have effect on purchase intention to buy Iranian natural leather products. The finding showed that all the research hypotheses were confirmed. The branding strategist must pay more attention to brand loyalty and brand equity to have more purchase of their product in Iran market. If they have a customer that is loyal, they can get Brand equity and finally can reach more market share and increasing sale of their brands. In the other hand, they prioritize brand equity constructs as their strategy to attract potential customers because it does show significant direct and relationships between the brand equity, brand equity and purchase intention in Iranian natural leather industry.

Keywords:

Brand loyalty , Brand equity , Purchase intention , Iranian natural leather products.